A quick but useful memo on better writing. And before you say, "I'm not a writer," consider that if you email your colleagues, tweet or use any text-based communication, you are indeed a writer. (And there's always room for improvement!)

Your ears can help you simplify any unnecessary complexity in your writing.

For better or worse, customers remember their interactions with you, your support team, the person who runs your Twitter account and even the person in the call center 5,000 miles away. Paul goes into the psychology of the "remembering self".

Why do we behave like this and why do memories play such an important role? [Nobel Prize winner Daniel] Kahneman calls it “the two selves.” The “experiencing self” is about living in the present; it’s about us trying to treasure every moment because we believe they matter, even though these moments are ultimately fleeting. The “remembering self” is how our lives are written; it’s the one that keeps score and likes endings.